TurboTax®, the nation’s No. 1-rated, best selling online
tax preparation service from Intuit Inc. (Nasdaq: INTU), today
announced the launch of its 2014 brand campaign. The “It’s Amazing What
You’re Capable Of” campaign is a celebration of hardworking Americans
and the incredible things they accomplish every day.
Grounded in key insights about taxpayer needs and concerns, the campaign
breaks down misperceptions to empower the 60 million people with simple
tax returns to prepare their own taxes with confidence.
Spanning broadcast, radio, social and digital channels, the campaign
includes a 60-second broadcast spot airing during football’s big game on
Feb. 2.
The campaign launched New Year’s Day with a 90-second anthem spot titled
“The Year of the You.”
The ad highlights that taxes are simply the story of a person’s year, a
story no one knows better than they do. And with TurboTax, people don’t
need any tax knowledge or expertise to
do their own taxes and get them done right. That’s because TurboTax
asks simple questions about their life like “Did you have a baby?” or
“Did you buy a house?” and guides them through their return step-by-step.
“TurboTax is the champion of the American taxpayer and exists to help
people put more money in their pocket. We recognize that fear and
uncertainty cause millions of people to doubt that they can prepare
their own simple tax return,” said Greg Johnson, vice president of
marketing for Intuit TurboTax. “Our new campaign celebrates the amazing
things people do on their own every day and shows them that they’re
fully capable of getting their taxes done right with TurboTax.”
The campaign capitalizes on iconic cultural moments occurring over the
course of the next several months, including a 60-second spot created
specifically for football’s championship game on February 2, that will
air in the second quarter. This will be the first time TurboTax is
airing during the big game and marks a big year for parent company Intuit,
which will have another 30-second spot in the third quarter for the
winner of the Small Business Big Game program.
“Supporting our new creative is a media strategy that takes advantage of
the biggest, DVR-proof opportunities to engage with our target consumers
across channels,” added Johnson. “We are connecting with our core
customers where they are, and in early Feb., they’re watching the big
game.”
Additional spots for the campaign make their broadcast and online debut
over the next few weeks, including:
“Marriage:”
People do amazing things every day. Like finding that one special
person. And if they can do that, they can answer simple questions about
what happened in their life like, “Did you get married this year?” And
they don’t need any knowledge of taxes or the tax code because TurboTax
gives them the confidence to get it done right.
“Explanations:”
Life's full of questions. It helps to have friends who can explain
things. That’s what TurboTax does – helps users understand their refund
so they can explain it to their spouse. And guides them so they make the
best decisions year round to get their biggest possible tax refund.
Isn’t that what friends are for?
“No Worries:” With the help of technology, people can now do all
sorts of things they never before dreamed were possible. With TurboTax,
people can do their own taxes and feel confident they’re done right
because TurboTax double-checks along the way so people don’t have to
worry they’ve left even a penny on the table.
In addition to the above spots, a number of 15-second
spots will run on broadcast and online. The campaign, which will
continue to run throughout the tax season, was created in partnership
with independent advertising agency Wieden+Kennedy, based in Portland,
Oregon.
About Intuit
Intuit Inc. creates business and
financial management solutions that simplify the business of life for
small businesses, consumers and accounting professionals.
Its flagship products and services include QuickBooks®,
Quicken® and TurboTax®,
which make it easier to manage small
businesses and payroll
processing, personal finance,
and tax preparation and filing.
Mint.com provides a fresh, easy and
intelligent way for people to manage their money, while Demandforce®
offers marketing and communication tools for small businesses. ProSeries®
and Lacerte® are Intuit's
leading tax preparation offerings for professional accountants.
Founded in 1983, Intuit had revenue of $4.2 billion in its fiscal year
2013. The company has approximately 8,000 employees with major offices
in the United States, Canada,
the United Kingdom, India
and other locations. More information can be found at www.intuit.com.
Copyright Business Wire 2014